Getty Images Warns Finance Brands Only Use 11% Video Despite 78% Consumer Preference
GETY•Getty Images’ “Great Finance Reset” finds finance brands rely 75% on traditional imagery and only 11% on video, despite 78% of consumers favoring video. It highlights that a $1.9 trillion wealth transfer by 2030 to diverse younger audiences necessitates inclusive, experience-driven content to boost trust and ROI.
1. Report Launch and Purpose
Getty Images has introduced the Great Finance Reset report to guide finance brands on enhancing trust, engagement and ROI through more relevant visual content. The analysis leverages over 750,000 images and videos downloaded by U.S. finance brands, plus survey data from 3,200 consumers and 10,000 search queries.
2. Key Findings on Imagery Gaps
The report reveals that finance brands still rely on traditional visuals—75% feature white-collar scenarios and only 7% show blue-collar roles—and use video in just 11% of their content, even though 78% of Americans consider video most engaging. It also shows 88% of consumers manage finances digitally, yet only 9% of brand visuals depict real digital interactions.
3. Demographics and Wealth Transfer
By 2030, more than $1.9 trillion in wealth will pass to a younger, more diverse generation, including women, people of color and LGBTQIA+ individuals. With 70% of consumers defining wealth by experiences and 75% seeking realistic depictions, finance brands face pressure to update imagery to match evolving audience expectations.
4. Implications for Getty Images
Getty Images stands to benefit as finance brands seek data-driven insights and fresh asset libraries to close visual strategy gaps. Brands that adopt the report’s recommendations may increase reliance on Getty’s VisualGPS platform and boost demand for inclusive, experience-driven imagery.
